Since I have moved to Silicon Valley last year, we’ve been doing some building work on our new house. Whenever a builder would go through the wall to make some much needed adjustment, it’d make me think that in order to you create something worth living in, you may have to completely break it.

This is probably why Huddle is as much in the demolition as it is in construction business. We steamroll over your C drive, the shared drive, the VPN, the intranet & extranet, even the network. We break the walls between teams, department and offices regardless of location. But at the same time, we’re building a space in the cloud where everyone can access, share and work on all the content and information they need, with anyone and everyone they need to – whether they are colleagues, customers, partners or suppliers. We’re building a work environment where you will more productive and you will certainly enjoy working more.

Huddle may be already used across 180 countries globally, in 9 different languages, and count everyone from LinkedIn to Beats by Dre to 80% of the UK government to NASA or even the UN amongst the customers. But there’s so much more to what we do than ‘just’ building another enterprise software product.

Our mission is not only to provide the best content collaboration software and service, but to truly transform the way you work. We want to make ‘huddling’ as much of your daily work routine as leading your social life on Facebook. We want to break traditional conventions and re-imagine the desktop and work environment for a collaborative, entirely cloud-based and device-agnostic future – starting from a blank sheet of paper.  And we’ve got a huge announcement about that coming very soon – but more of that later.

So that’s our mission. And we live it, breath it and get geekily excited about it every day.

Why is this mission so thrilling? It’s because I believe, along with many others, that we are currently participating in the biggest transformations in the way we work that we’ve seen in the last 50 years since the advent of the computer, and very possibly in the last 200 – since the Industrial Revolution itself.

In the next 10 years we will see the breaking down of traditional organization structures, of the way information is created, disseminated and used, of the global supply chain, of the way we interact in a work environment, even of the physical office itself.

Wow, that’s a huge claim to make, so let me ease you into it.


Firstly, let’s look at the unarguable and massive shift we are seeing from lumbering legacy IT companies of the last 20 years to a crop of incredibly fast growing and pervasive new companies like Huddle, Box or Dropbox. These companies have already changed the way we work – with a single blow – by making sharing work stuff simple. By doing so, they are on their way to replace a whole host of technologies that have until now been consuming billions and billions of corporate dollars a year and formed the backbone of today’s enterprise IT systems. We may think that killing off SharePoint is a folly, but let’s talk in 3 years.

Look at what impact Huddle had on our customers’ entire legacy IT stack. When people start using Huddle they realise that they no longer need a local C drive to store stuff, they no longer need to store stuff on a shared drive, they no longer need to access the network via VPN from home, they no longer need to worry about whether they are working with people inside the company or outside, they no longer need to access their dreaded SharePoint intranet or extranet site. And it doesn’t matter if they are at their desk or sitting on a beach holding their mobile device. In short – easier, more productive work life and beyond massive savings in IT spend.

This mass disruption of a legacy market by the cloud is a clear trend that started in CRM (Salesforce), then in ERP (NetSuite), HCM (Successfactors & WorkDay), IT management (ServiceNow), most recently in marketing automation (Eloqua, Marketo, Exact Target, HubSpot) and is happening right now in collaboration and ECM (Huddle, Box, Dropbox). It’s too late to stop it.


If you think that the rise of cloud content collaboration and management is going to result in the same impact on the enterprise as let’s say Salesforce, you’re way off. It’s going to be so much bigger, because it touches anyone and everyone in the workplace, regardless of the role, department or position.

Whereas Salesforce sells their product to the VP Sales, and SuccessFactors to the VP HR, Huddle is that universal layer for everyone in your organization.  A single work tool that allows you to create, share and manage all your information and associated workflows – no matter which other apps sit underneath or on top of it. After all – everything we do at work starts and ends with ideas translated into words or images, so what could be more important than the place where they live and are shared as files, tasks, notes?

And this is where it becomes even more interesting.


To-date, the whole concept of the enterprise has been a bounded, well-defined entity. A walled garden of employees, most of them working in the same physical location, which is backed up by a virtual wall of a network, keeping people and information in and everyone else out.  We have whole structures and processes and IT built up to reinforce that.  It’s the whole basis on which we work.

But now, came along some totally different technologies, started in the consumer world, which are barging their way into the enterprise. The status quo has changed. We no longer need the network. We no longer need to think of the company as a single bounded entity. We no longer need to work in the same place. Or even have access to company IT. Or even company employees. The enterprise becomes a permeable, virtual, group of people comprising traditional employees and the entire ecosystem of customers, partners, suppliers etc – all working together to a common goal but with an entirely different organizational structure supported by an entirely different set of technologies.

It’s a completely new way of working that is enabled by the cloud, and by a new set of collaborative technologies. Technologies that change the way people are able to work. Technologies that change create these new types of enterprises.

Bottom line – enterprise organizations, as you know it, are going to become extinct.  We may be just at the very beginning of this amazing evolution, but I personally can’t wait to see the world of work change in front of our eyes.

Request a Demo

© 2006 - 2021. All Rights Reserved.